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To take full advantage of the opportunities presented by the Internet of Things, companies will need to rethink many aspects of new product development — including how new products are defined.

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In MIT Sloan Management Review, digital transformation experts Suketu Gandhi and Eric Gervet explore the shifting landscape of product design and the effect of IoT on conventional product design processes. Now That Your Products Can Talk, What Will They Tell You? delves into how companies can transform into “gazellephants” in product design and achieve both the speed of a gazelle and the power of an elephant by integrating key new skill sets. The article also covers how to best incorporate customer feedback into product iterations and, most importantly, what does not work when bringing IoT to the product design processes.

This article explores the shifting landscape of product design and the effect of IoT on conventional product design processes. A.T. Kearney partners, Suketu Gandhi and Eric Gervet, explain which new skill sets are needed for the IotT era and how to integrate them, as well as how companies can become “gazellephants” in product design and achieve both the speed of a gazelle and the power of an elephant. Now That Your Products Can Talk, What Will They Tell You? also covers how to best incorporate feedback from the customer context into product iterations and, most importantly, what does not work when bringing IoT to the product design processes.